Segmentation analysis of domestic airline passenger markets
Edward R. Bruning, Mary L. Kovacic, Larry E. Oberdick
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 1
Abstract
The authors focus on market and behavioral factors involved in the choice of type of airline. Specifically, the paper addresses the extent to which price, income, occupation, sex, education, and several behavioral attitudes affect this choice. The data were analyzed using linear discriminant analysis. The results support the view that both economic as well as behavioral factors work to segment the airline travel market into several sets.
Keywords
Discriminant Function, Market Segmentation, Brand Loyalty, Linear Discriminant Function, Segmentation Analysis
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